Consumer Behaviour in Hospitality Industry

CONSUMER BEHAVIOUR

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO2..................................................................................................................................................3
P3 Stages of consumer decision-making and path of map for purchasing hospitality services . 3
P4. Importance of Consumer Path Mapping ...............................................................................4
LO 3.................................................................................................................................................5
P5. Difference Between Key Differences in Decision making Process in B2B and B2C...........5
P6. Different Methods and Approaches of Market Research to Understand Decision-Making
Process.........................................................................................................................................6
P7. Influence of Marketers on Different Stages of Decision-Making Process............................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour is study of individual behaviour about preference and want of
customers that influences it to make purchase of product and services in order to satisfy its
needs. This report is on Rosewood London that is a luxury 5 star hotels situated in London. It
analyses stages of consumer decision-making while choosing hospitality services. This report
also explains mapping path to purchase is important for marketer to understand behaviour of
consumer. It compares and contrast key differences of hospitality decision-making process in
context of B2C and B2B. It evaluates different approaches to market research and methods of
research that are important in understanding decision-making. At last, it describes the way
marketer influences different stages of hospitality decision-making.
LO2
P3 Stages of consumer decision-making and path of map for purchasing hospitality services
Consumer decision-making is a process of understanding and studying individual
behaviour while selecting and consumption of product or services. There are five stages in
consumer decision-making process of hospitality services that are as follows:
Need recognition: The most important and first step of consumer decision-making process is to
identify needs of customers as it influences individual to make purchase of product or services.
Due to rapid changes in hospitality industry customers have become more demanding and want
to effectively utilize their leisure time and money (How to Market at Each Stage of the Buying
Decision Process, 2020). Thus, Rosewood hotel providing unsurpassed hospitality services and
sophistication atmosphere to people effectively utilize their leisure time and money.
Searching and gathering information: It is second stage where customers after identifying its
needs search and gather information about positive and negative aspects of hotels where it wants
to stay (Lugosi, 2019). Due to development in technology and digitalization use of social sites
such as trivago and trip-advisor has increased for searching and gathering information regarding
the best hotels, restaurant and destinations. As Rosewood is a five star hotel in London so its
information can be gathered easily form various online sites that helps in quick decision-making
of customers to book hotel.
Evaluate the alternative: After identification of need and source of satisfaction customers tend
to evaluate various hotel, restaurant and destinations in terms of price, quality services facilities
and accommodation. It also uses review of previous customer to final purchase or choose a hotel,